There are two goals you want to achieve when someone comes to your website. First, design to communicate the look and feel of human characteristics. These could be leadership, confidence, experience or other desirable adjectives you wish to imply. The second is to encourage an action: the visitor should dig deeper and visit other areas on your site. A Call to Action (CTA) is a button or link that encourages prospects to become leads by doing something. In its simplest form, it asks the viewer to seek more information or to fill out a form. In essence, it is to take action which translates to page conversion.
Here are some Call to Action best practices to help you:
You want the CTA to stand out from your other content. Formatting options are the best way to show this, such as contrasting colors, font or element sizing, and the CTA’s positioning on the page.
Speak Directly to Your Audience
By using language that speaks to your target audience, the value of your CTA improves. Use concise sentences with simple active verbs to provide the viewer a good reason why they should do what you are asking.
Attract the viewer with imagery such as a photo image or a button that is hard to ignore (Try Me!). This draws their eye to the area where you want their attention.
Tell your audience what you want them to do. Do not imply action assuming the viewer knows what to do. The action should be specific to the task, such as “Submit your application” or “Download the White Paper.”
Use social sharing buttons to encourage visitors to learn more about your company as well as share with others.
Provide a reason for your audience to respond right now. What are the benefits? If you respond now you can take advantage of a promotion, sale, coupon, etc. As they say, you can lead a horse to water…
If you provide a product or subscription service, use free trials or demonstrations to attract your audience. CTAs are ideal for event promotion, such as registration for a conference or webinar.
Don’t Be Too Pushy
While you want to provide a directive on the action to take, avoid an approach that is too high pressure (if they don’t provide their email they can’t enter your site). Forced compliance may work for some, but oftentimes the visitor will be more inclined to leave your site.
Checklist for a Good CTA
- Quick and easy: I don’t want to have to work hard to comply.
- Provide Benefits: What’s in it for me?
- Personally directed: They are speaking to me.
- A clear and obvious directive: I know what I need to do.
- Imply urgency: I don’t want to wait; I need this information now!
The ultimate goal of a CTA is to attract visitors and turn them into genuine leads for your business. If you need more help to optimize your website, reach out!